4 Influencer Collaborations that Work & Why: November 2021 I Traackr

This month we’re breaking down the highest UK influencer collaborations within the following classes: Prime Performers, Most Talked about, and Greatest Submit Effectivity. 

• Manufacturers featured: Mehron, Charlotte Tilbury, MAC, and EOS
• Key learnings: Create well timed activations, faucet into the ability of mid-tier influencers, and prioritize model affinity in your influencer advertising and marketing technique.  

For extra in-depth magnificence tendencies and influencer marketing campaign breakdowns, subscribe to our month-to-month Magnificence E-newsletter. 

Mehron

Greatest influencer collab: Dominique Allison (@dominiqueallisonx)

• Prime Performing Model: VIT* Measures Model Efficiency in Influencer Content material
• Nice Engagement Fee 
• High quality Content material 
• Well timed Activations

What makes it work?

• Hooked on the Halloween look: Mehron might need shot to the highest of the charts due to Prime-Tier creator, Tiffany Hunt, who earned the model 7.93K in VIT throughout October. Nevertheless, we had been extra within the magnificence model’s collaboration with mid-tier influencer Dominique Allison. Why? As a result of regardless of having a considerably smaller viewers, she nonetheless managed to be one of many prime three VIT contributors for the model in October. The gifted make-up artist showcased Mehron’s make-up merchandise all month lengthy in her totally different Halloween make-up appears incomes a median engagement fee of 17.4% on 10 of her Instagram Reel movies. As an alternative of following together with typical Halloween appears, Dominique tapped into the rising curiosity in astrological indicators and created a sequence of astrological make-up appears. The truth that there are 12 indicators additionally made it simple for her to showcase Mehron’s merchandise all through all the month!

Charlotte Tilbury 

Greatest influencer collab: Jacinta Spencer (@jacintaspencer)

• Prime Performing Model: VIT* Measures Model Efficiency in Influencer Content material
• Environment friendly Content material

What makes it work?

• Magic mids: Charlotte Tilbury secured itself within the prime three this month due to their mid-tier influencer (50K+ followers) partnerships. As a prime VIT contributor for the month, we had been intrigued by Jacinta Spencer. What particularly piqued our curiosity was how she makes use of her social platforms in a different way. For instance, Jacinta showcased her Charlotte Tilbury make-up look on TikTok, after which pointed her viewers to her Instagram reel for a extra in-depth take a look at the merchandise featured. Selecting creators who perceive the variations between social platforms will assist you to communicate extra successfully to your goal shopper. 

Be taught extra about how the mid-tier can assist you construct a program that steadily improves in our case research with Avène.

MAC

Greatest influencer collab: Dominic Skinner (@dominic_mua)

• Most Talked about Manufacturers: Manufacturers with the Most Influencer Mentions
• High quality Content material 
• Lengthy-Time period Partnerships

What makes it work? 

• Wealth of data: Elevating model advocates is changing into an more and more essential ingredient in your influencer advertising and marketing technique. MAC does a beautiful job of leveraging their MAC creators together with Dominic Skinner, a MAC International Senior Artist and licensed “Make-up Geek.” In October alone, Dominic talked about MAC 54 occasions contributing 1.11K VIT to the model. As a strolling MAC encyclopedia, Dominic supplies distinctive insights concerning the model and merchandise like in his pink forehead tutorial. The data and fervour that Dominic is ready to share together with his viewers fuels this unbelievable partnership. 

EOS

Greatest influencer collab: Hayley Morris (@hayleygeorgiamorris)

• Greatest put up effectivity: Manufacturers incomes essentially the most VIT* per Influencer Point out
• Unconventional Accomplice 
• Nice Storytelling
• Excessive Engagement

What makes it work? 

• Model affinity >> every little thing else: We incessantly hear feedback alongside the traces of “#advert appears inauthentic, it’ll flip prospects away from our model.” Hardly ever do we discover this to be the case. When a model genuinely aligns with a creator’s values, it in actual fact builds extra belief amongst your shopper. Nice storytelling is a robust signal of engaging in this model affinity. A unbelievable instance of that is Hayley Morris that includes EOS’s shaving merchandise in considered one of her hilarious TikTok movies. Hayley, identified for her ‘Me vs. 🧠” movies, realistically shares what occurs whenever you don’t use shaving cream – in actual life and in your thoughts. EOS’s complete marketing campaign of #EOSVagnastics (which gained 21.7 Million views on TikTok) showcases real looking experiences people undergo when shaving. Humor + worth = a successful marketing campaign. 

Thanks for tuning on this month! Don’t neglect to subscribe to our e-newsletter to get the most recent insights and tendencies in magnificence and influencer advertising and marketing.  

Each month, the Traackr Magnificence Model Leaderboard stories influencer efficiency insights for 1400+ manufacturers within the magnificence and private care classes. For every model, Traackr measures the variety of activated influencers, mentions, engagements, and VIT throughout influencer-generated content material on social media platforms. 

*The Model Vitality Rating (VIT) measures model efficiency in influencer content material by creating an combination rating of visibility (attain), influence (engagement), and model belief (high quality of brand name point out).